1. The idea of a specialized channel for Russian speaking viewers
The idea of a specialized channel for Russian speaking viewers. Estonian experience. Eesti Rahvusringhääling
Vilnius

2. Estonia Total population 1,3 million ¾ Estonians
¼ non-Estonians referred also as Russian speakers
¾ Estonians
Total advertising market 93 million €

3. TV CHANNELS AVAILABLE Total number 347 Broadcasting in Russian 103
Broadcasting in Estonian 26
National TV license holders 17
Free-to-Air*
Public Service Broadcasting 3
Commercial channels 2
Municipal TV [Party controlled] 1
________________________
*5 broadcast in Estonian, ETV+ in Russian (with 100% Estonian translation)
Source: Mavise

4. SHARE OF VIEWING IN 2014
Eesti telemaastik on jagunenud kaheks. Eestlased jälgivad eestmaiseid telekanaleid, venekeelne auditoorium aga Venemaa telekanaleid.
Seda situatsiooni illustreerib telerivaatamisaja jagunemine eri telekanalite vahel keelekogukondade lõikes.
Source: TNS Emor

5. MINORITY LANGUAGE AUDIENCE AS A MARKET FAILURE
Private sectors’ unwillingness to work for these niche audiences is understandable from the business point of view.
Investments into expensive niche media products are not profitable. Potential audience of around Russian speaking viewers is not big enough for launch of a commercial TV-channel,

6. THE ROLE OF PUBLIC SERVICE BROADCASTING
When all circumstances (resources available, market conditions, economical atmosphere etc) are not favoring commercial media then this kind of market failure should be balanced by public service media (PSM).
Therefore PSM is even more responsible for delivering diverse content and high-quality information for all citizens, including minorities, on a smaller market.

7. A short list of arguments supporting and opposing ETV+ in Russian

8. AGAINST
To attract a Russian audience (extra) high quality programmes are needed
It is too expensive; sufficient financial resources are unavailable
Whatever the programme, it is unrealistic to expect that it will attract the attention of the Russian audience, because of high competition from abroad
There is a lack of professional journalists / hosts and other staff

9. AGAINST (2)
Whatever the content Russian-language audience will take it as European propaganda and will not watch it
If state financed propaganda is required, these programmes should be ordered from, and aired on, PBK
There is no need for such a channel — in the long run, all citizens will understand Estonian and will therefore be capable of watching Estonian programmes
It will decrease motivation to learn Estonian
Even worse – launch of ETV+ will de facto reckognize Russian as a second official language

10. FOR
The channel will support the enhancement, development and servicing of social, political and cultural citizenship
It will offer adequate and reliable information to all citizens and inhabitants
It will extenuate tensions between two ethnic groups
It will serve as a balancing force to Moscow, lowering national security risks

11. 28 September 2015
Budget 3,6 million
1,8 million investment

12. UNIQUE POINT OF SALES
Being local – to talk about and with local people about life they live, issues they care
ETV+ gives a voice to all those who consider Estonia their home and wish to contribute to the development of the country
ETV+ is a multimedia channel that allows viewers to actively participate in its television and radio programs, website, video blogs, social media, apps and events

13. Viewing Trends of Non-Estonian Audience in Estonia
Edasised pildiread ja numbrid puudutavad venekeelset auditooriumi

14. How to measure audience?
Share = Time x People 4 x 2 = 8 2 x 4 = 8

15. Share of Viewing is relevant criteria
BUT THERE MUST BE ALSO
REACH
Edasised weekly reachid näitavad inimesi vanuses 4+, kes on kanalit nädalas vaadanud vähemalt 15 minutit

16. Main Broadcasting Groups’ Average Weekly Reach Non-Estonians, 4+
Main Broadcasting Groups’ Average Weekly Reach Non-Estonians, min
Source: TNS Emor

17. Average Weekly Reach % Trends Non-Estonians, 4+. 15 min
Source: TNS Emor

18. ERR TV channels’ Average Weekly Reach Non-Estonians, 4+. 15 min
Source: TNS Emor

19. President’s New Year’s Eve greetings
... on 31 Dec on ERR TV-channels (coverage among Non-Estonians)
,3%
,3%
Source: TNS Emor

20. Anniversary of the Republic of Estonia
on ERR TV-channels
(coverage among Non-Estonians) %
,9%
Source: TNS Emor

21. Anniversary of the Republic of Estonia Military Parade
...on ERR TV-channels
(15 min reach among Non-Estonians)
,3 %
,4%

22. ETV+ own production programs' monthly coverage. First runs
ETV+ own production programs' monthly coverage. First runs. Non-Estonians, 5 minutes
Source: TNS Emor

23. TOP 20. Non-Estonain audience
Program
Viewers
Rtg%
Data
EESTI VABARIIGI PRESIDENDI UUSAASTATERVITUS
21000
5.6
AKTUAALNE KAAMERA
13000
3.6
11000
2.8
10000
2.6
9000
2.5
2.4
2.3
8000
2.2
2.1
AKTUAALNE KAAMERA+ 2
Source: TNS Emor

24. TOP 20. Non-Estonain audience
Pealkiri
Vaatajaid
Rtg %
MF KOERA SÜDA*
6000
1.6
MF SAMBA
5000
1.4
MULTIF VÄIKEVEND JA KARLSSON
DOKF ANGERJA MÜSTEERIUM*
1.3
EESTI LAUL 2016:1.POOLFINAAL*
4000
1.2
KAHEKÕNE
1.1
DOKF SOKUROVI HÄÄL*
0.9
MF ARMASTA, ÄRA UNUSTA
3000
VERBARIUM-VILEPUHUJA
INTERVJUU PEAMINISTRIGA
0.8
MF KOLM PLUSS KAKS*
MF KOERA SÜDA
TÜRGI GAMBIIT*
0.7
37.RAHVUSVAHELINE MONTE CARLO TSIRKUSEFESTIVAL*
MF MAJAÜLEM*
DOKF TUVID*
MF MA EI TULE TAGASI
INTERVJUU ALEKSANDR PETROVIGA
JALGPALLI EM 2016 VALIKMÄNG:INGLISMAA-EESTI
Source: TNS Emor

25. Main TV Companies Reach Trends Non-Estonians, 4+. 15 min
Source: TNS Emor

26. ERR TV Channels’ Weekly Reach among Non-Estonian Audience Sept 2015 vs Feb 2016

27. Main TV Companies’ Share of Viewing Non-Estonians, 4+. 15 minute
Kuid muutused eksisteerivad.
Source: TNS Emor

28. Main TV companies’ Share of Viewing Feb 2016 by audience language
Kui rääkida ainult teleri vaatamisajast, siis esmapilgul tunduks justkui tänaseks muutusi pole toimunud
Source: TNS Emor

29. Estonians 80,8 % - 687.000 Non-Estonians 24,2 % - 86.800
Estonian Public Broadcasting Weekly Reach (Age group 4+, 15 minute, February 2016)
Estonians 80,8 %
Non-Estonians 24,2 %
Source: TNS Emor

30. in Online World

31. Online

32. Online

33. in Online World

34. Online On weekly bases 30.000 unique visitors on ETV+ Facebook page
This is equal or even more than rus.delfi.ee has
clients on rus.err.ee page on ERR portal
clients on ETV+ sub page

35. VALUATION

36. AGAINST
To attract a Russian audience (extra) high quality programmes are needed
It is too expensive; sufficient financial resources are unavailable
Whatever the programme, it is unrealistic to expect that it will attract the attention of the Russian audience, because of high competition from abroad
There is a lack of professional journalists / hosts and other skilled staff

37. AGAINST (2)
Whatever the content Russian-language audience will take it as European propaganda and will not watch it
If state financed propaganda is required, these programmes should be ordered from, and aired on, PBK
There is no need for such a channel — in the long run, all citizens will understand Estonian and will therefore be capable of watching Estonian programmes
It will decrease motivation to learn Estonian
Even worse – launch of ETV+ will de facto reckognize Russian as a second official language

38. Tänan!